5 Essential Tips Towards a Profitable Landing Page
By Hossein Tayebi | Apr 19, 2014
When was the last time you walked by a store that compelled you to walk in and take a look around? Maybe even buy something you never wanted?
According to Princeton psychologists Janine Willis and Alexander Todorov, people form an opinion in the first 100 milliseconds and that opinion doesn’t alter much later.
We are told to wear our best suit at the career fair. Most people sum up the people they meet in the first few seconds based on their clothes and how they interact with others.
A landing page is like that store front - the first contact your customer will have with your business; the first impression. Is your landing page all suited up and ready to make a memorable first impression?
Here are a five points you need to remember while designing landing pages that will give you maximum conversion rate and provide visitors what they want in those crucial initial moments.
1. Clear Call to Action
Call to Action is what you want your visitors to do when they visit your landing page. It could be to sign-up for your newsletter or follow you on social networks. Alternatively, you might want to push a specific product or advertize a special offer for a limited time. Whatever your objective, this action that you want the user to perform is the most important part of your landing page.
Your landing page design should be such that the Call to Action seems like the most natural next step, something the user would do on autopilot.
Avoid providing too many exits from the landing page. Every hyperlink is an added distraction that might lure your customer away from what you want them to do.
For example, if you look at the QuickSprout website, you find a minimalist page design. The clear Call to Action invites users to enter their URL if they want to evaluate why they have low website traffic.
Further reading on Call to Action
2. Highlight Value Proposition
Your landing page should introduce you and your product immediately. Your value proposition should be absolutely clear to the visitor. Any user who lands on your page must immediately comprehend what your product or service is.
Don’t give users an opportunity to deviate from their purpose in landing on your page. Rather, nudge them gently toward what they want by a loud and clear statement about your product or service.
SoGoSurvey allows people to create online surveys. And they let any website visitor know that loud and clear!
Qunb creates presentations out of your Google Analytics data, and they are inviting you to find out what story your website data tells.
Further reading on Value Proposition
3. Why Should They Choose You – Social Proof
People love to validate their choice. Knowing that other people are using a service or a product instills confidence in your brand and pushes them in the direction of doing what you want them to do.
Getting a celebrity to endorse you is great, but getting people similar to your target audience works great as well.
Basecamp lists the number of well known brands that use their project management software. Case studies and statistics they provide further establish them as a reliable company.
Fluid Surveys adds customer testimonials on their landing page and also lists brands that use their software.
4. Longer Landing Pages
Usability is a major factor in webpage design and scrolling long pages used to be discouraged. However, recent studies show that people now find it natural to scroll and prefer it while perusing long content.
A long landing page can help you in many ways. A long page gives you an opportunity to keep the visitor on the page and build a persuasive argument. It is good for SEO too because it allows you to incorporate all important keywords that are relevant to your business in a contextual manner. It can help you accommodate all the important features discussed in tips 1 to 3 above.
Falcon Social is one such example. The first part of the page offers their value proposition and invites the user to sign up. As the user scrolls down the page, he learns more about detailed features that might resonate with him.
Tutor Universe is another example of a long page. The top part tells the user what they do and invite a free signup. As the user scrolls down, they see tutor profiles, previously answered questions and social proof, further strengthening the brand promise.
5. A/B Test, A/B Test, A/B Test
Hardly anyone hits the jackpot in the first attempt. You shouldn’t be disheartened if your first landing page doesn’t give you the conversion rate you are aiming for.
You need to find what works for you and your audience. Perform A/B testing to check what designs and features retain most visitors and spur them into action. Test if a signup box at the top works better than a testimonial. Create an alternate page with a testimonial at the top.
A/B tests for your landing page can help you achieve the best conversion rate by trying out different combinations. Learn more about what A/B testing in our previous blog post.